Campaign Brief Asia rankings put O&M in top 10 again

The Campaign Brief Asia 2004 rankings are out. And, O&M Mumbai still holds the honours of being the only Indian agency in the top 10 in Asia, even after slipping three point down to 9 from sixth in last year’s (2003) rankings.

Campaign Brief ranks agencies on the basis of awards won at the four big international shows, namely D&AD, Cannes, One Show and Clio and AdFest and Asian Ad Awards. India has been included in the ranking from 2002 onwards. The publication's website clarifies: ‘Campaign Brief Asia's Creative Rankings only tabulate and score performances at award shows over the past two year period thereby putting aside old creative reputations to only acknowledge the hottest creatives and agencies.'

According to the magazine, the 15 hottest agencies in Asia for 2004 are (in descending order) O&M Singapore, Saatchi & Saatchi Bangkok, BBDO Bangkok, Dentsu Inc Tokyo, BBDO, TBWA, Saatchi & Saatchi, Leo Burnett (all from Singapore), O&M (Mumbai), TBWA (Tokyo), BBH (Singapore), O&M (Malaysia), JWT (Bangkok), Euro RSCG Flagship (Bangkok), FCB (Singapore).

The magazine also ranks agencies as networks and in this category, the new numero uno is O&M with 4,394 points, up from the second slot last year. Pushed down to second is last year’s winner Saatchi & Saatchi with 4,240 points.

BBDO’s third position remains unchanged with 2,268 points, but the surprise comes with TBWA which has zoomed into the fourth position from last year’s tenth with 1,878 points. Leo Burnett, thus, has been pushed down to the fifth position from last year’s fourth with 1832 points.

Though no Indians have made it to the list of 15 hottest creatives in Asia, they have been ranked in the Indian context with Vinod Lal Heera Eshwar topping the list. Eshwar, who was with Saatchi & Saatchi - Bangalore, is now with Saatchi & Saatchi - Malaysia. Kalpesh Patankar (who was previously with Saatchi - Mumbai, and is now with McCann - Malaysia) comes next, while the creative team of Manish Bhatt and Raghu Bhat of McCann Erickson are placed third. O&M’s Abhijit Awasthi is at number four, while ex-Ogilvy staffer Sachin Amberkar (who joined TBWA Singapore on Monday) is in the fifth position.

The Indian agencies have been ranked as well. O&M Mumbai retains its top slot. As does Ambience Publicis and Leo Burnett, Mumbai in the second and third positions respectively. Saatchi & Saatchi, Mumbai has moved up to fourth from seventh in last year’s rankings. O&M Delhi has been pushed down to fifth from fourth, while McCann Erickson moved down to sixth from fifth.

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